A 2013 global survey from Ipsos Open Thinking Exchange indicates Canadians who have shared content in the past month, did so for a variety of reasons. The statistics were collected by Ipsos Global @dvisor as part of Sociologue, an ongoing publication that features conversation-starting commentary on social media trends and behavior.
The top 11 reasons Canadian participants gave for sharing content on social media included:
- 65% want to share interesting things
- 51% want to share humour
- 42% want to share important things
- 33% like to share unique content
- 32% want to let others know what they believe in and who they really are
- 32% share to show their support for a belief, charity or organization
- 28% want to let others know what they’re doing
- 27% share to recommend a product or service
- 26% want to start a conversation
- 9% share for other reasons
- 7% want to show they’re in the know
These statistics can be used by online marketers to increase sharing via social media, thereby increasing exposure and search engine ranking. Virtually any business can find ways to share humour and interesting information related to their brand topic and sector. If your market is Canada, grab their attention with a Canadian twist.
Sponsoring charitable events and promoting them via social media is a direct way to increase social sharing, but you can be more creative than that. Try designing digital posters or share sincere posts that support a charitable event, such as food drives or Heart & Stroke Month. The more creative and heartfelt the message, the more likely it will be shared on social media. If your blogger/social media manager has design skills like ours does, attractive charitable images that people love to share won’t be a problem. Here’s an example:
Your brand still gains exposure and the shares count in search engine ranking. You’ll also be helping others, which we believe is the social responsibility of every company. Free promotion is every bit as valuable to charities as monetary donations. Make sure your branding is subtle, however. Public service messages that appear to be more about promoting your business than helping the charity will make your brand appear selfish rather than charitable.
It has also been statistically demonstrated that social media users prefer to share pictures over text. When you’re sharing a new product, service, contest, coupon, etc., include a quality image to illustrate it. In this age of social photo sharing on both traditional social media networks and those focused on image sharing like Pinterest, it has become necessary to illustrate your content.
If there’s one thing social media lacks in Canada, it’s creativity. If you focus on being unique, innovative and creative in your social marketing while still catering to social media user preferences, you’ll enjoy much more success.
What type of social media posts have you had the most success with? Please share your tips or questions in the comments below.
✔ You may also be interested in reading:
7 Ways to Reach More of the 19 Million Canadian Facebook Users
Social Media Strategy: The Who, What, When, Where, Why and How
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